ITV's promo, which will run across the broadcaster's portfolio of channels, will be used as the linchpin of a marketing push that will run until the start of the World Cup on 11 June.

The promo, which will be used in 60 second and 30 second versions, shows scenes from cities including Buenos Aires, Rio, Tokyo and London as fans get excited about their national teams converging on South Africa for the World Cup.

ITV intends to unveil its World Cup opening titles and theme tune, the presenting lineup alongside its new main anchor Adrian Chiles and details of online coverage on 27 May.

The promo has been commissioned by ITV Marketing led by Paul Ridsdale, head of marketing for entertainment, sport and news; and Mike Masuku, brand manager for sport, news and ITV4. It has been made by in-house agency ITV Creative by producers Laurie Smith, Kirsty Beale and Grant Hawksworth.

"ITV is the home of great entertainment and we're approaching the World Cup through that lens," said Rob Farmer, ITV director of viewer marketing. "We want to translate raw excitement into huge audiences for ITV1 and ITV1 HD."

ITV1 will screen England's first two World Cup group games, against the USA and Algeria, when the tournament begins in South Africa in June, with the BBC showing the national team's first two knockout matches, should the team progress.

BBC1 gets first pick of "round of 16" games and will also show England's quarter final, if they get that far.

Both broadcasters will show England's semi-final clash should the team be fortunate enough to find themselves in the last four. The final on Sunday 11 July in Johannesburg will also be screened on both BBC1 and ITV1, regardless of which teams make it that far.

ITV1 will also show the first game of the tournament, between the hosts, South Africa, and Mexico, which takes place in Johannesburg on the afternoon of Friday 11 June.

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